$540 is a fair price, but in a world with stiff competition, they probably should work on that.
The problem with the P99 is it's what the designers carefully fabricated to be the perfect polymer 9mm police, combat, general purpose 9mm sidearm. The part they missed is the American consumer doesn't always get it, and thinks the gun is weird at first. A few items:
-Paddles. A lot of people don't get and don't like the paddles. Until they use them for a week or so, and realize these are just better. That's what I did. But most people don't do that, they see paddles and see different and odd, and move on. People are wrong, paddles are better, even the HK engineers knew that too. The reason Walther released their guns with paddles wasn't because it was cheaper (it's not), it's because it's better - and it's tough for an engineer to change the design to something worse, because the market is too dumb to figure it out; which is why they both took so long to finally give up and switch back to push button release. I guarantee you that conference room got hot when they were ordered to do that.
-Trigger. The P99 trigger is different. It's really a tri-action trigger; in that it's DA, long SA, and short SA. It's a well thought out design that once again, is better - but you have to use it a while to figure that out. The Long SA you don't know is there, because as soon as you touch the trigger, it basically pops into short SA - it's the same trigger pull. And the SA is really a 2 (three actually) stage trigger. Where it has no tension, then a lighter tension. And then a stop right where it's going to break. Once you get used to it, it's phenomenal design trigger, because you know exactly where it's going to break - allowing you to take very good shots. But it does feel different at first.
-Double Action button to allow DA/SA. That lost the war, and the Glock style single function trigger is the dominant trigger everyone wants. I personally don't agree with that at all. To me, DA/SA is the more practical trigger that I prefer for the gun in my pocket when I'm out in the wild. But people buy guns based on the gun-range, not what works. The DA/SA mode is optional, and an owner of a P99 can elect to never use it. But he should - if I'm going to have a loaded gun in my coat pocket, it's going to be in DA. Glock convincing people that their SA mode is super safe and you can use that in action shooting, but everyone else with DA option MUST drop into DA mode, is just silly, but puts action shooters at a disadvantage with the P99 in competition. Meanwhile, in the real world I'll take a DA set P99 on my nightstand or in my pocket by far, over a loaded Glock. And really wish any cop I'm around, did that too. By the way, the DA/SA trigger also has restrike capability. In a Glock, your option is to cycle the slide and that's it. In P99, you pull the trigger again and it restrikes the round. And Yes, I've had some bad lots of reloads (high primers), where that worked and let me keep shooting at nearly the same pace.
Personally, I consider the P99 the pinnacle of polymer pistol design. It's an exceptionally comfortable handgun with phenomenal features optimized for police and general purpose civilian usage. It's of an ideal size, capacity, and weight balance. If it were up to me, every LEO would have a P99AS, or one of the numerous copies of it - because it's that good of a gun, it's copied by Magnum Research, Canick, Smith and Wesson for a while (bleh, that was a clusterfuckup that damaged the name of the P99 - but that's another thread), and maybe some others.
Walther engineers got it right. (very much so)
Walther fabrication plant got it right.
Walther business leaders blew it pretty hard; in advertising (James Bond was good, but that's the only thing they got right), in pricing, in strategic partners, you name it, they blew it.
The 1994 US assault weapon ban didn't help; 10 round limit on a pistol that was grossly overpriced in the 1990's didn't help. And then the S&W debacle, and then the .40 cal disaster. Lots of cops had poorly made S&W P99's in the mistake called the .40 cal round for which it wasn't designed - and had lots of problems. Which ruined it for the fantastic German made P99AS in 9mm. Meanwhile, 20 years slipped by, and lots of other new shiney guns keep coming out, and the P99 tends to be forget, it's window blown.
But what hasn't changed, is that it's still the best design 9mm out there. What has changed is Walther has realized they way the Hell overpriced it, and have gotten a little more agressive on that. They've also revamped their customer service, with 100% no-questions-asked warrantee work forever now (they used to be dicks).
Today, when someone asks about a 9mm, I tell them Walther P99AS without a moments hesitation.